Don’t Let Sleeping Dogs Lie
The Love Me tag mailing had the highest average gift of $26 and was the overall winner, making it the new control.
Now one year later, there’s a huge increase in new donors and the donor file is on a strong growth curve. Looking back, this campaign’s success was based on an aggressive testing strategy that wasn’t afraid to try new creative approaches, with the winning package using an involvement device that spoke to donors’ hearts.
Just as testing was the key to BFAS finding a successful direct-mail fundraising program, any organization can benefit from the continuing evolution that testing allows. The BFAS story shows that this can be accomplished with a well thought-out strategy. Frequent testing also allows your organization to have more than one control that you can rotate to keep your packages fresher in the battle against package fatigue.
Indeed, after patting themselves on the back, BFAS and Russ Reid got back to work to continue testing against the new control. This time, two new formats were created: a less expensive version of the Love Me tag and a Love Me pet place mat in a larger package were mailed against the new control.
The new, large “place mat” format generated the same response as the Love Me tag control but reduced the cost per donor by $2. Holiday gift tag labels also were tested successfully, providing another control.
FS reporter-at-large Cary Castle is a fundraising and membership consultant. Contact: firstname.lastname@example.org.